Facebook continues dominance as top media source for mobile advertising, according to AppsFlyer Performance Index

Facebook continues to dominate mobile advertising, whilst Google has been advancing its mobile reach. That’s according to new research from AppsFlyer, the mobile marketing analytics firm, which just released its AppsFlyer Performance Index that ranks media sources in mobile advertising between January to June 2016.

The latest Index highlights industry changes as well as new players in the app marketing landscape. It compares ad network rankings with those taken at the end of 2015.

Among key findings from the report, the Index shows that Facebook has secured a strong lead as the top media source for mobile advertising. That’s due to its strong scale and retention, scoring first in both Android and iOS power rankings.

However, rival Google is making strides ahead and delivered some strong results in driving powerful intent signals among users.

Twitter is delivering consistency among loyal users. On Android, it held the number one and two positions for global retention scores for non-gaming and gaming categories. Within iOS, the social network climbed up the charts to spot five.

AppsFlyer says that the mobile app advertising ecosystem has been performing well over the last six months, with some strong movement across networks gaining or losing their retention rankings.

Industry players including AppLovin, Chartboost, AdColony, Vungle, Applift, Avazu and Mobvista have shown some strong positions in their rankings and attracted more clients globally.

Giving users a more detailed overview of what an app has to offer, video ads performed particularly well among loyal app users, with high retention rates.

App user retention across operating systems iOS and Android scored similar with both platforms featuring identical retention scores globally. However, figures were different in North America, where iOS retention was generally higher than Android. In Europe, Android scored above iOS.